Ads for controversial 'Noah' will now carry disclaimer

By By John Horn

Feb 28, 2014 | 8:52 AM

In a move clearly aimed to appease potential religious critics, Paramount Pictures is adding a disclaimer to marketing materials for "Noah," writer-director Darren Aronofsky's drama about the great flood.

The studio announced late Thursday that the "explanatory message," as Paramount calls it, will read: "The film is inspired by the story of Noah. While artistic license has been taken, we believe that this film is true to the essence, values, and integrity of a story that is a cornerstone of faith for millions of people worldwide. The biblical story of Noah can be found in the book of Genesis."

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Opening March 28, "Noah" has proved to be a difficult movie to make and market. Costing an estimated $125 million, the film sparked a clash between Aronofsky, the creatively daring director of "Black Swan" and "Requiem for a Dream," and Paramount, which was nervous that his interpretation of the biblical tale would polarize moviegoers, especially conservative Christians.

The disclaimer was prompted by conversations between the studio and the National Religious Broadcasters, a conservative Christian organization whose mission includes advancing "biblical truth." Some NRB leaders have seen the film, which stars Russell Crowe as Noah.

"Because of the quality of the production and acting, viewers will enjoy watching main themes from the Noah story depicted in a powerful way on the big screen," Jerry A. Johnson, the NRB's president, said in a statement. "However, my intent in reaching out to Paramount with this request was to make sure everyone who sees this impactful film knows this is an imaginative interpretation of Scripture, and not literal."

Theologians would argue there is no "literal" interpretation of most everything in the Bible, and many prominent religious leaders have clashed on other movies about faith, including fierce debates over Mel Gibson's "The Passion of the Christ."

Nevertheless, Paramount said the disclaimer would run on "future marketing materials...the film's official website, and 100% of print and radio, as well as a percentage of the film's online and broadcast" advertisements.